He said: “The strategic location of Loughborough next to Leicester, Derby and Nottingham means it is important for the BID then to recognise that the potential of bringing people here is limited.

“Spend your time and resources on making it a great place to live, work and play. There is no natural attractions that compete with Leicester, Derby or Nottingham.”

He said he had serious concerns about the lack of activity above shops as many remained vacant.

He said money should be spent on transforming them into flats in order to bring more people into the town centre.

He said the town was probably not big enough for two cinemas when Cineworld arrives in Baxter Gate and that the Odeon has real potential to become an “avant-garde” style picture house with “armchairs and a wine bar.”

He believes that Churchgate could benefit from a national chain to bring more life to the area.

He said: “If you want these independents to be successful you need foot traffic.”

He told the Echo: “What I think of Loughborough is it has got a huge amount going for it in terms of its future, but I think it is ordinary.”